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Showing posts from April, 2016

Understanding Native Advertising

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We hear a lot about natives, particularly native advertising. In this blog post, let's try to noodle about native advertising, native commerce and native apps. The topic of native advertising has picked up heat early this year after the publication of FTC guidance on native advertising.
What is Native Advertising?
Native advertising is nothing but a mode of showing advertisements matching with the mode and form of underlying platform. For example - promoted tweets that you see in Twitter or suggested products in Amazon or suggested posts in a news website. IAB has defined six standard ad units under the purview of native advertising. They are -
In-feed units  - these are what I consider the real native ads. They almost look like normal content in the platform; but are actually sponsored ones. For example - twitter promoted tweets.

Paid Search units  - One of the earliest native ad formats (perhaps even before the term was coined :)). So nothing new here; just that Google or Bing…

Understanding Data Management Platforms (DMP) aka Data Brokers

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Data Management Platforms (DMP) are a set of SaaS offering in the digital advertising ecosystem that have been living for may be around five years now. DMPs have been gaining market noise and Forrester Wave recently published a wave report also.  It's easy to get confused with Tag ManagementSystems that we discussed previously. I believe this post will give a basic understanding of what DMPs are and how they differ from TMS. A DMP's function is three fold - first to  aggregate various data sources, then to integrate them to provide analytics and segmentation capabilities; and finally to deploy actionable insights for various vendors - be it advertising or user experience. 


Let's try to dig a bit deeper into each of these capabilities --
Aggregate data sources
Aggregation of various data sources is the first step that any DMP starts with. Data sources include both online - be it site side analytics, ad serving or optimization and offline - be it transactional data or call c…

Understanding Google RankBrain

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A discussion on Google algorithms never get to and end :) We have been discussing about Google and search engine algorithms in general now in a series of posts. While Accelerated Mobile Pages got traction in the last few months; there was also another interesting update from Google on another algorithm component called RankBrain. RankBrain is not an algorithm update in itself; its more a component of a wider algorithm that we discussed earlier - Understanding Google Hummingbird.
What is RankBrain? We know that Hummingbird algorithm aims to change Google from a search query/result engine to a knowledge engine. Rank Brain could be considered as the major part of the algorithm that helps Google to achieve its goal. Rank Brain is the machine learning/artificial intelligence component embedded to capture the semantics better and further perhaps ingest information into features like Google Knowledge Graph. I think this is one component, which SEOs won't be able to go behind directly (e…